EZShield
EZShield is a Baltimore-based provider of identity theft protection, cyber insurance, and incident response services, delivered to consumer and small-business end-customers through a partner channel; since 2026 it has operated inside TransUnion's TruEmpower™ product suite.
- Company typePrivate
- Founded2001
- HeadquartersBaltimore, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
EZShield firmographics
Firmographics- Name
- EZShield
- Website
- https://ezshield.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Acquired
- Headcount range
- 51–100 employees
- Short description
- EZShield is a Baltimore-based provider of identity theft protection, cyber insurance, and incident response services, delivered to consumer and small-business end-customers through a partner channel; since 2026 it has operated inside TransUnion's TruEmpower™ product suite.
- Ownership category
- akta.pro rank
EZShield industry classification
Industry- Product category
- Identity Theft Protection Services
- akta.pro primary industry
- Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)
Keywords
Where EZShield is headquartered
LocationHeadquarters
- HQ city
- Baltimore
- HQ country
- United States
- HQ region
- North America
Markets served
EZShield business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
EZShield product offering
Product offeringCore offering
EZShield sells a suite of identity theft protection, cyber insurance, and incident response services to business partners, who in turn offer these protections to their consumer and small business customers. Following TransUnion's acquisition of Sontiq (EZShield's parent), the offerings have been folded into the TransUnion TruEmpower™ product suite for continued distribution.
Differentiator
Problem solved
Functional benefit
Brands
- TransUnion TruEmpower™: Product suite combining Identity Theft Protection, Cyber Insurance, and Incident Response solutions
Products and services
- Identity Theft Protection Identity theft protection services designed to monitor, detect, and help resolve identity fraud for end-customers of partner institutions (financial institutions, insurers, employers, etc.). Now part of TransUnion TruEmpower™.
- Cyber Insurance Cyber insurance coverage designed to be offered through partner institutions to consumers and small businesses to address losses arising from cyber incidents. Now part of TransUnion TruEmpower™.
- Incident Response Solutions Incident response and remediation services that support affected consumers and small businesses in the aftermath of identity theft, fraud, or data breach events. Now part of TransUnion TruEmpower™.
Companies that use EZShield
Customer profileIdeal customer profiles1 record
EZShield technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
EZShield partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TransUnionflagshipSontiq (parent company of EZShield) has been acquired by TransUnion. All Sontiq products including EZShield's identity theft protection, cyber insurance, and incident response solutions are now part of the TransUnion TruEmpower™ product suite. This represents a complete integration of the company's offerings into TransUnion's portfolio.
EZShield competitors and assessment
Company assessmentDirect peers
- Aura: Aura is a fast-growing direct-to-consumer digital security and identity protection platform offering identity monitoring, VPN, password management, and credit protection. It overlaps directly with EZShield's consumer identity theft protection offerings.
- Norton LifeLock: Norton LifeLock is a leading consumer identity theft protection and cybersecurity subscription service. It directly competes with EZShield in identity monitoring, restoration services, and bundled cyber protection for individuals and families.
- IdentityForce: IdentityForce was acquired by EZShield/Sontiq in 2018 and operates in the same identity protection category. It is included as a peer given its historical overlap in products and customer base, even though it is now part of the same corporate family.
- Generali Global Assistance (Iris Identity & Cyber Protection): Generali Global Assistance offers identity and cyber protection solutions under the Iris Powered by Generali brand, providing monitoring, restoration, and breach response. It directly competes with EZShield in partner-distributed identity protection programs.
- Kroll Identity Theft Protection: Kroll is a specialty risk consulting firm offering identity theft monitoring, breach response, and incident response services. It overlaps with EZShield in incident response and identity monitoring, particularly in the small-business and high-net-worth segments.
Broad incumbents
- ID Watchdog (Equifax): ID Watchdog is Equifax's identity theft protection product, offering credit monitoring, identity restoration, and dark web surveillance. As another credit bureau-owned identity protection offering, it is a broad incumbent peer to EZShield.
- Experian IdentityWorks: Experian IdentityWorks is the identity protection service from Experian, one of the three major U.S. credit bureaus. It competes with EZShield/Sontiq by bundling credit monitoring with identity theft protection, leveraging Experian's massive consumer credit database.
- McAfee Identity Protection: McAfee Identity Protection Service is part of McAfee's broader consumer cybersecurity suite. It competes with EZShield by offering identity monitoring alongside antivirus and online security software, leveraging McAfee's large consumer install base.
- Allstate Identity Protection: Allstate Identity Protection (formerly InfoArmor) is the identity protection arm of Allstate Insurance. It offers consumer and employee-benefit identity protection, competing with EZShield in both direct and affinity/partner channels.
Emerging players
- CyberPolicy: CyberPolicy is a cyber insurance marketplace that helps small businesses compare and purchase cyber liability policies online. It overlaps with the cyber insurance and incident response portion of EZShield's offering, focused on the SMB segment.
Market position
Customer concentration
EZShield social profiles
Digital presenceEZShield financial estimates
Financial estimateRevenue estimate
Valuation estimate
EZShield leadership team
Management profileNumber of profiles
EZShield funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EZShield M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about EZShield
What does EZShield do?
EZShield sells a suite of identity theft protection, cyber insurance, and incident response services to business partners, who in turn offer these protections to their consumer and small business customers. Following TransUnion's acquisition of Sontiq (EZShield's parent), the offerings have been folded into the TransUnion TruEmpower™ product suite for continued distribution.
When was EZShield founded?
EZShield was founded in 2001. It employs 51 to 100 people.
Where is EZShield based?
EZShield is headquartered in Baltimore, United States, in the North America region.
Who are EZShield's main competitors?
Direct peers on record are Aura, Norton LifeLock, IdentityForce, Generali Global Assistance (Iris Identity & Cyber Protection) and Kroll Identity Theft Protection. Broad incumbents are ID Watchdog (Equifax), Experian IdentityWorks, McAfee Identity Protection and Allstate Identity Protection. CyberPolicy is listed as an emerging player.
Does EZShield have an API?
No public API is recorded for EZShield.
What industry is EZShield in?
EZShield's product category is Identity Theft Protection Services. Its primary akta.pro industry code is FSAGAGAL, Embedded Insurance & Affinity Distribution Platforms.